SERVICE - It is the action, performance, or process BRANDING - It refers not just to the name, logo,

that takes place between a customer and a service and color palette that identifies the organization
provider. but also to the values that the organization
espouses.
- It is the intangible part of the transaction
relationship, whereas a product is the MOMENT OF TRUTH - It is the most prominent
tangible component. service encounters: during these moments, guests
make decisions about how to proceed with the
OPERATION MANAGEMENT - It is a systematic service (e.g., when deciding which meal to order
direction, control, and evaluation of the entire from a menu) and whether they are satisfied with
range processes that transform inputs in a finished any part of the service or with the experience
goods or services. altogether
OPERATION - It is a purposeful activities- done ESTHETIC - It refers to experiences that provide
methodically-as part of a work plan-designed to emotional stimulation of an artistic or philosophical
achieve pre-decided objectives. nature.
SERVICE RESULT - It is the tangible or intangible SERVICE ENCOUNTERS - It occur when guests
outcome of the service. interact with employees and technology at touch
SEVICE NATURE - This dimension characterizes points where the service gets designed, produced,
how a service acts upon an object to achieve a and delivered together.
result. BUNDLING - It refers to the practice of adding
SERVICE OBJECT - It is the person or thing upon many perks to a single fee.
which the service is enacted. THEMING - It is used to accentuate the brand.
CUSTOMER EXPERIENE MANAGEMENT - It is
“the practice of designing and reacting to customer
interactions to meet or exceed their expectations,
leading to greater customer satisfaction, loyalty,
and advocacy”
EXPLICIT SERVICES - This component of services
is an obvious characteristic of the process or
outcome.
IMPLICIT SERVICES - This component is less
obvious to guests, but it still results in indirect
emotional effects.
MOOD - It is the emotional association guests have
when they participate in the journey.
SERVICE MARKETING MIX - It is also known as
the Seven Ps – proposed by Booms and Bitner
(1981) offers a holistic set of seven elements to
consider when evaluating service offerings.
ESCAPISM - It happens when guests use an
artificial experience to travel – physically or
mentally – to somewhere other than their usual
reality.
SERVICE PACKAGE - It can be used to assess the
various components that are bundled together to
form what is delivered to the guest.